Case Study:
New Product Development
The case:
A nutritional foods provider discovers an opportunity to expand their product line and attract new customers.
The challenge:
One of the country’s leading consumer product companies, that focuses on nutrition needs of older Americans, wanted to test the possibility of launching a product targeted at Millennials.
Results from traditional market research efforts signaled the idea was a non-starter. Enter The Rational Heart.
The emotional
insights:
The Rational Heart analysis showed that Millennials really trusted the brand, even though they did not think a product from this company was “for them.” This is where the product failed using traditional market research survey questioning.
TRH has found over and over again that brands “own” the trust emotion. When a brand is shown to be trustworthy using THR assessment, that brand has a license to expand. And this brand did just that by accepting the challenge that trust was not the issue, communication speaking to the new target was.
The resulting strategic actions:
THR recommended the company continue with launch plans. The company did launch the product and the uptake was immediate. The company currently generates millions of dollars in sales per year from this one product.
Case Studies
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Confirming a new emotional approach
As one of the largest banks in the US, the brand wanted to do something different, namely to appeal to consumer’s emotional side. To do this, the bank needed to understand how consumers currently connected with the brand emotionally and compare this emotional profile to the banking industry/ category to set strategy for moving forward.
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Personalizing emotion to drive donations
A well-known research hospital uses emotional response data to identify and measure key drivers of charitable donation behavior.
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Shifting messaging based on emotional insight
A top-5 Clinical Research Organization (CRO) actively changed their messaging and business development materials, focusing on trust and curiosity.